CONSUMERS VS SHOPPERS: THE IMPACT OF MICRO-MOMENTS ON THEIR CUSTOMER JOURNEY

Now that mobile is so heavily integrated into our everyday lives – marketers need to discern what ‘mobile moment’ someone is in, and then decide whether it’s the right one for a meaningful brand interaction.”

“Identifying the moments when people are most receptive to mobile advertising will be a key facilitator of the data exchange economy.

Now that mobile is so heavily integrated into our everyday lives – marketers need to discern what ‘mobile moment’ someone is in, and then decide whether it’s the right one for a meaningful brand interaction.”

MODERN BEHAVIOUR IS HERE TO STAY
Meghan Keaney, Hubspot’s VP of Marketing recently announced that 85% of our time online is spent within apps on Mobile. We’re literally glued to our little screens – and more tuned into what WE WANT than ever before – because every bit of information we need and want can be found on Google, YouTube, Facebook, Podcasts and other search and social platforms. Mobile is our go-to advisor, our portable device of convenience – allowing us to access information whenever and wherever we are.

UNDERSTANDING YOUR CUSTOMER AND YOUR SHOPPER
For marketers to respond to (and) engage with the exact moment somebody is in – we need to know the difference between a Consumer and a Shopper. As people, we switch between different roles and facets of ourselves – depending on our needs and desires throughout the day. Advertising to a “target audience” comprised of a multitude of different human beings makes it vital for brands to recognise human’s differing states of need, and desire.

“The objective of consumer advertising is to get in the shopper’s consideration set. The objective of shopper marketing is to get into the cart.”

TARGETED ENGAGEMENT
Through effective use of data and insights we can help connect with the right people in the right moments. By embracing and studying the multifaceted, multidimensional nature of people’s lives, marketers will be able to understand the transition between a consumer or a shopper.

For example: When people are in Consumer mode, provide them with a brand experience with content that’s emotionally-charged and meaningful to them – helping them to see and feel the connection between your product and their desires and lifestyle.

When people move to Shopper mode, their needs change, and now you need to push them to take action. Think about the factors that influence that purchase moment. What are your brand’s barriers to purchase?

EMBRACING THE ‘HOMO-MODERNUS’ AGE
Today’s battle for brand loyalty is won (or lost) in MICRO MOMENTS: changing the way people think, behave and shop.

The term Micro-moments was first coined and introduced by Google (who know a thing or two about what people search for) and their studies have proven that our lives are broken up into different moments: I-want-to-know moments, I-want-to-go moments, I-want-to-do moments and I-want-to-buy-moments.

REAL-TIME, INTENT-DRIVEN MOMENTS
Micro-moments and the moments in which people shift from CONSUMER vs SHOPPER modes are inseparable – it’s a mindset that occurs when we decide to purchase something. This mindset is based on online brand presence and engagement. Before we take action, we seek advice from online platforms – to validate our thoughts and beliefs.

In that moment of need: make sure that you give control over to your consumer to access the information they need, when they need it – wherever they are (in that moment).

IT IS NOW TIME TO CREATE A HUMAN-CENTRIC APPROACH
A personal approach puts customers in the driver’s seat. The quicker you understand the human-behavioural cycle, the easier it is to implement targeted digital campaigns that help people make informed purchase decisions.

Brands need to seize the golden opportunity during these micro-moments – making sure that they are there for people when they need them – by providing the correct information and content at precisely the right time. From there – working with brand fans and building loyalty through engagement can keep the momentum going through the entire customer journey.

Words by Collider

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